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HOME FEATURES › INTERVIEW: Shweta Thakare, eScan

INTERVIEW: Shweta Thakare, eScan

by Stuart Wilson, Thursday 10 January 2013

Security solutions outfit eScan is participating at DISTREE EMEA 2013 as the vendor looks to continue its channel expansion in the region. The EMEA market remains an area of strategic focus for eScan as it looks to build its market presence. Attending DISTREE EMEA on February 19-22nd in Monaco offers the vendor the chance to meet hundreds of potential channel partners in one place at one time. Shweta Thakare, assistant VP for Europe at eScan told Channel EMEA what the company hoped to achieve at the event.

Channel EMEA (CE): What do you want to achieve at DISTREE EMEA 2013? What are your key goals for the event?

Shweta Thakare (ST): According to our global expansion strategy, EMEA is one of our major focus areas where we intend to increase eScan’s market share. DISTREE EMEA is one of the major events in the region, providing an excellent platform to meet multiple distributors and vendors of IT products in one place at one time – and also an opportunity to explore a wide market. This gives us scope for establishing new business relationships as well as enhancing existing ones.

CE: What products and solutions will you be showcasing at DISTREE EMEA 2013? What do you want distributors and retailers to know about your portfolio?

ST: We will be showcasing eScan’s latest range of security solutions that includes eScan security solutions for Android-based devices, and eScan security solutions for Mac. Through our participation in the event, we intend to inform all the distributors and retailers across the EMEA region about the latest range of eScan security solutions as well as how they will benefit from association with eScan.

CE: Describe how your channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for your business?

ST: We are extremely happy with the way our channel expansion is taking shape in the region. This year, as a part of our channel partner network expansion strategy in Bulgaria, we appointed Risk Electronics as our official partner with an aim to enhance our geographic reach. Also, in order to enhance our channel partner network for SMB and corporate segments in Belgium we have newly appointed Mylo, a provider of ICT expertise, solutions and services, as our partner.

CE: Which geographic areas and channels represent the greatest opportunity for growth for your company in EMEA?

ST: With respect to EMEA, THE eScan range of products has excellent growth opportunities in Germany, Russia, Benelux, Africa and the Middle East. Also, we are looking to enhance our channel presence with more partners and distributors who are keen on including eScan’s range of security solutions in their current portfolio in many of these countries to create and grow the eScan brand.

CE: Why should distributors focus on your products? What makes your channel proposition better than competitors in the market?

ST: Today, eScan is one the leading developers of IT security solutions across the globe. eScan’s range of products has been recognised as a trusted brand that has been successfully providing secured computing environments to IT users worldwide. eScan aims to meet the constantly changing security needs of its IT users created by continuously evolving cyber threats. eScan’s range of products has been acknowledged as a trusted security solution by all the major security experts worldwide. eScan has been certified by all major certification organisations such as AV-Comparatives, Virus Bulletin, West Coast Labs and ICSA.

eScan is not just a preferred security software brand among IT users but also among channel partners. eScan is a channel centric brand. Our channel partners play a pivotal role to help eScan reach IT users across the globe. We have a specially designed channel partner programme that ensures all the partners associated with the brand earn maximum benefits by promoting and reselling eScan’s products. With feedback from our channel team and in-depth research, we make an effort to understand the needs of our partners and flex our programme based on geographic, economic and infrastructure needs of the local IT security market. Under this program, we offer channel partners marketing, sales as well as technical support to assist them in enhancing their business opportunities and service to customers. We also regularly come up with incentive schemes that ensure higher revenues for them.

CE: Do you have a structured channel programme? Do you offer a strong margin proposition to your partners? Please explain this area of your business.

ST: eScan has a structured channel hierarchy with a widespread partner network including distributors, sub distributors, VARs, resellers, retailers, ISPs, and OEMs that help eScan reach IT users in various markets segments and verticals. As eScan realises the significant role of our channel partners in further expanding our customer reach, we provide them with extensive commercial and technical training, sale support and work closely with them to identify new opportunities with customers. As mentioned earlier, under our specialised channel partner programme, we support them in terms of marketing and technical support. This helps them to gain profitability as well as strengthening their business capabilities.

CE: What sort of support do you offer distributors and retailers in terms of marketing, promotions and channel development activities?

ST: At eScan, we conduct ongoing online commercial and technical trainings to certify our sales staff and system engineers at partners. We also maintain open two-way communication with our channels for feedback and improvements to the channel partner programme and products. We support our distributors and retailers in terms of pre-sales and post-sales support, in addition to sales leads in the form of direct customers or other sub-channels. We also provide them with go-to-market-kits, exclusive pre-release reviews, direct mailing support, marketing collateral, online support, product documentation and demonstration kits. eScan also supports its partners participation in various trade shows, advertising, seminars, and events.

CE: How quickly is your business growing in the EMEA region? What market trends have you identified that are impacting your business segment?

ST: Doing business in the EMEA market has been a promising experience. eScan is well received by IT users across all segments and verticals in the region and this has led to increased market penetration in the region. In 2012, we saw Eastern Europe picking up at a very fast speed compared to some other markets.

CE: Is your company channel-friendly? How would you describe your overall go-to-market approach in the EMEA market? What are your overall channel goals and aims for 2013 in EMEA?

ST: eScan is a channel-centric brand and only does business through channel partners. We consider our channel community an integral part of eScan’s success. Looking at today’s cyber security landscape, IT users across all the segments and verticals are vulnerable to cyber threats. eScan’s range of products are designed to meet these challenges and ensure comprehensive protection against evolving cyber threats. With internet usage in EMEA increasing, the demand for security solutions is also growing. We are in process of expanding our business in EMEA and enhancing the customer experience. To make this happen we have more and more channel partners associating themselves with eScan.

CE: What else should distributors attending DISTREE EMEA 2013 know about eScan and your products and solutions?

ST: Last year was promising for eScan. We have recently launched security solutions for Macintosh and Android-based devices. We intend to share further expansion plans in EMEA covering various verticals and market segments.


Top distributors, retailers and e-tailers from across the EMEA region are invited to attend DISTREE EMEA 2013, the premier event for the regional ICT and CE channel, from February 19-22nd in Monaco.

DISTREE EMEA gathers hundreds of senior executives from EMEA’s Information Communications Technologies (ICT) & Consumer Electronics (CE) volume channel. DISTREE EMEA is a powerful business platform for vendors looking to manage, build or launch routes-to-market within EMEA. From A-brand vendors to start-ups, the DISTREE EMEA structure and reach offers business benefits and powerful return on investment.

During the course of the three-day event, delegates take part in thousands of pre-scheduled one-on-one meetings with hundreds of vendors. Each year, hundreds of new distribution agreements are struck across the region as a result of business relationships initiated at DISTREE EMEA.

DISTREE EMEA 2013 will also build on successful initiatives launched at last year’s sold out event including a regional awards ceremony. The ‘EMEA Channel Academy: 2013 Awards’ will include more than 20 categories for vendors and distributors from across the region.

For more information on attending DISTREE EMEA 2013 please contact quoting code DEMEA13


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